1. 5.04 Discuss the Consumer Research Process

2. Consumer Research
Consumer research is used to gather information in order to know what consumers want and need.
Research is important because consumer trends change.

3. Steps for Conducting Consumer Research
Define the focus of the research.
What types of information need to be gathered?
What questions need to be answered?
Define which type of research design will be used.
Exploratory
Used when the problem is not defined
Descriptive
Used to gather information regarding a target market
Causal
Used to demonstrate the cause and effect relationship

4. Steps for Conducting Consumer Research (continued)
Collect data.
Primary data
Secondary data
How to obtain feedback
Personal observation
Focus groups
Questionnaires

5. Steps for Conducting Consumer Research (continued)
Determine sample.
A sample is a group of people representative of the population.
Sampling helps make generalizations about a group of consumers.
Administer the survey
Analyze and interpret the results of the survey.

6. Steps for Conducting Consumer Research (continued)
Recommend solutions.
Report the findings from the survey.
A findings report should include:
Title page
Acknowledgements
Contents
Charts, tables and graphs
Introduction
Review of information

7. Steps for Conducting Consumer Research (continued)
Data collection used.
Findings
Recommendations
Conclusions
Appendices
Bibliography
Implement Solutions

8. Design a Questionnaire
Methods of administration include:
Mail
Telephone
Websites
Personal interviews

9. Contents of Questionnaire Include:
Number of questions
Availability of information
Format
Open-ended
Closed-ended

10. Contents of questionnaire (continued):
Question wording
Short
Unambiguous
One question per statement
Specific and clearly defined
Layman’s terminology
Sequence
Begin with broad questions
Group similar topics together
Consider skip patterns

11. Contents of questionnaire (continued):
Physical characteristics
Simple to complete
Headings for each section
Easy to understand
Enough room for responses to open-ended questions